Social Media

Wetpaint Makes it Rain, to the Tune of $25 Million.

Wetpaint has just announced its $25 million round of Series C funding, led by DAG ventures along with another financial investor, and existing investors Accel Partners, Trinity Ventures and Frazier Technology Ventures participating in this hefty round as well. Combined, the multiple rounds of funding bring the amount Wetpaint has raised to about $40 million.

Wetpaint has been the among the most prominent wiki that consumers have been comfortable using for multiple purposes, whether to create groups for a beloved television program or an online meeting place for an existing organization.

Per our previous coverage, Wetpaint is quickly becoming a social communication tool for various groups, and is even gaining a Facebook-like effect for rallying support across people joining forces to support a particular cause. The true potential for Wetpaint is of course its ability to provide a conduit for marketing tools. The beginnings of this potential is being tapped by brands like HP, which are looking to wikis as ways in which to present content and conversations with their customers.

As Wetpaint provides more socialization tools and even dips into the budding ways of the open web, the advertising potential of Wetpaint will only be expanded. Even SixApart is finding similar ways in which to enable brands to interject their brands into user discussions around a particular topic that's relevant.

So is Wetpaint really joining the ranks of highly valuated, self-publishing network tools such as Ning? With a new publishing platform being released in addition to the Series C funding announcement, Wetpaint is officially taking the next step in its plan for expansion. This new program moves Wetpaint further down the enterprise route, and will allow website publishers to embed a Wetpaint wiki in their own sites, and Flixter is a launch partner.

So far, Wetpaint has been a pretty attractive tool on the consumer-facing end, and while an embeddable wiki option isn't a far leap, ther are several integration options to consider when incorporating a wiki into a site via an embed option. Mindtouch is one of the leaders in the enterprise solution for wikis geared towards site publishers, and this is a space that many other companies are hoping to enter as well. With Wetpaint moving in this direction, Wetpaint is likely hoping to gain a new user base, as well as widen its marketing potential with this new publishing program.

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